Nadia Gonzalez

Despite what you may have heard, artificial intelligence (AI) is not a magic solution for every problem facing the ad industry. But AI can help advertisers optimize the performance of their campaigns. Luxury beauty brand Charlotte Tilbury, for example, recently tested a custom integration with Scibids, a company that specializes in AI-based marketing solutions for the demand side. Over the course of two months, the brand was able to reduce its average cost per acquisition (CPA) by 29%.